Marketing Management

1. PediaSure is the healthiest product of all the available malt based health drinks
PediaSure (A product by Abbot Healhcare Pvt Ltd)

2. Overview
PediaSure is the healthiest product of all the available malt based health drinks
In children health drink, maximum nutrient information has been
disclosed by Abbott PediaSure followed by Protinex junior,
Complan Memory Chargers and so on
Mothers trust
Pediasure
Help increase height
and weight and
strengthen natural
immunity in children
Fills the nutrition gaps
that can arise out of a
child’s fussy eating
behaviour
100% of the
requirements of
vitamins and minerals
for children above 2
years when consumed
in adequate amounts
Food
Pyramid
All food groups in the right
proportions in a child’s diet make
it a balanced diet
Available in PediaSure
34
37
28 27
0
10
20
30
40
Complan Pediasure Bournvita Horlicks
Number of Nutrients

3. Perceptual Mapping
Perceptual Mapping of Pediasure
Maltova
Complan
Boost
Horlicks
COMMITMENT
INDIFFERENCE
Pediasure
Bournvita
Brand Stature
(Esteem and
Knowledge)
Brand Strength
(Differentiation
and Relevance) Occupy highest positions in the Commitment Quadrant with Great brand strength
and stature
•Trailing on Brand Strength
•Has been very well been accepted (high scores on Relevance) by Indian mothers
•The brand has to primarily focus on building Differentiation
•Languishes in the 'Indifferent' space
•demonstrates low brand strength
•Failed to establish a reason to stand out (Differentiation) and build some regard
(Esteem) for itself
Needs to focus on building differentiation to gain brand strength

4. Target Audience & Customers
Segmentation
Targeting The substantially higher cost of PediaSure dominates other factors affecting its segmentation and targeting
Class 1, Class 2 cities
&
Metros
Demographic
Segmentation
Age Income
Socio-Economic
Classification
2 to 10
Upper
Middle(1.2 to
1.6 Lpa)
High( 1.6 Lpa
and above)
A1, A2, B1, B2
Behavioural
Segmentation
Need based
segmentation
Conscious Parents
whose children have
fussy eating habits
Influencer in making
buying decision
Paediatricians
Decision Makers
Mothers
Consumers
Kids

5. Positioning
PediaSure is the only health drink which is
specially made for those kids who have
fussy eating habits because it acts as a
perfect nutritional supplement containing
37 vital nutrients which ensures complete
nourishment and growth for these kids.
PediaSure is
 Best for lactose intolerant kids
 The only drink which can be mixed with
water
PediaSure
 Builds immunity
 Reduces number of sick days
 Reduces incidence of infection
Positioning Be Sure with PediaSure
User Positioning
Attribute Positioning
Application Positioning
Competitor Positioning

6. Product PediaSure is a science-based nutritional supplement that provides complete, balanced nutrition for children from age 2 to 10
Product Features Product Variety
• For fussy eaters
• Strengthens natural
immunity
• Supports brain development
• Gluten and lactose-free
• Contains nutrients such as
Taurine, Choline and Omega
3 and 6
• Formulated with 37 vital
nutrients
• Clinically proven to help
increase height and weight,
reduce number of sick days,
and reduce incidence of
infection
• Chocolate refill pack
• Kesar Badam refill pack
• Premium Chocolate
• Premium Chocolate refill pack
• Vanilla delight
• Vanilla delight refill pack
Sizes
• 0.2 kg
• 0.4 kg
• 0.75 kg
• 1 kg
Brand Name
Packaging
• Jar-based
• Refill pack(carton-based)
Quality
• When consumed in adequate amounts, PediaSure
meets the RDA (recommended dietary allowance) set
by Indian Council of Medical Research
• Source of complete nutrition for growing children
above 2 years of age

7. Price The pricing strategy of PediaSure is analysed here., along with the discounts and bundling it offers.
Discounts and Allowances
Bundling
Pricing Strategy
• Kesar Badam Refill Pack,0.2
kg- INR 310
• Chocolate Refill Pack,
0.75kg- INR 955
• Premium Chocolate, 1 kg-
INR 1180
• Premium Chocolate refill
pack, 0.4 kg- INR 500
• Vanilla Delight, 0.4 kg-
INR 515
• Vanilla Delight Refill pack,
0.4 kg- INR 490

8. Place The mechanism through which goods and services are moved from the manufacturer/ service provider to the user or consumer
Place
Distribution
channel
Locations
Market
Coverage
Manufacturing
Units
Modern Trade Outlets: Available at Supermarkets,
Convenience Stores Specialty Stores e.g. Big Bazaar,etc.
General Trade Outlets : Available at Chemists,Kirana
Stores, General Stores etc.
Alternate Channels of Distribution: Available at E-retail
channels too e.g. www.amazon.com www.snapdeal.com,
www.healthkart.com, www.firstcry.com etc
Distribution channel consists of CFAs, stockists,
distributors, retailers etc.
Worldwide presence e.g. in Asia, Africa, USA, UK, Russia
etc
Abbott Nutrition maintains 13
manufacturing sites around the world,
including six sites in the United States

9. Promotion Promoted as “Complete Balanced Nutrition for Kids“
Advertising
Sales Promotion
Social Media
There are various TV commercials primarily
targeting kids from age 2-10 and target
audience as their mothers because they are
the ones making decisions for their
children.
•It has tried to involve the mothers through social
media by regularly posting new recipes involving
different flavors of PediaSure , like Pedia Almond
cookies, Orange Julius etc
•Also parents can post various problems their kids
are facing and they provide home remedies
•PediaSure coupons are available on official site
for specific months depending on the variant
you chose you will get different kind of discount

10. Promotion Promoted as “Complete Balanced Nutrition for Kids”
PARTNERSHIP
With PATH (Rs.7.6 crore) to
advance a cost-effective strategy
to fortify rice- to address
micronutrient malnutrition
AIM
To initially benefit 5 lakh people
through public sector food
distribution programmes.
SUPPORT
93 projects with Lifeline Express,
a mobile diagnosis and treatment
train, to provide access to
medical services and treatment
for 4 lakh Indians in rural areas
Working to build
sustainable solutions
PediaSure works with various organizations to promote itself as a healthy product

11. Recommendations for HK
 They way Abbot is sitting on a brilliant product in Pediasure, we have necklaces (1.0-2.5 Carats) as category with great
potential. By effectively targeting right customers with co-creation, brand affiliations, partnering with a design house etc
we can exponentially increase our sales.
 Learning from Perceptual mapping model:
We hold a commitment of our customers when it comes to categories like Necklaces (certain range), rings and earrings,
along with our OTD.
We need to strengthen other categories like Mangalsutra, Bangles and Bridals which falls in the indifference category for
our customers
Need to work on differentiation in necklaces to further strengthen the brand
 Learning from STP Model:
Diversification in design language based on regions we are catering. Considering Age group and Socio Economic
classification
 Learning from 4P Model:
Product- Make small 10-12 pieces collection on an inspiration with attractive pricing and supporting marketing story.
Promotion- A turnover discount could be introduced with our low volume, high potential customers.
Place- Develop an ecom enabled mobile app to facilitate business, informing customers about new collections and
pre-launch orders. This will also help us expand our business and get in smaller to mid size stores.